The share of visitors who take the desired action, such as buying, signing up or booking, out of all visitors.
Conversion rate answers the question: of everyone who visited, how many did what we wanted? If 1,000 people visit your store and 20 buy, the conversion rate is 2%. The desired action depends on your goal: a purchase, a sign-up, a booking or an app download.
Improving conversion means more sales from the same traffic and the same ad budget. Many factors affect it: page speed, a clear offer, trust, payment methods and an easy checkout. Measuring it step by step shows exactly where customers drop off. Practical tip: split the customer journey into stages, product view, cart, payment and completion, and measure the rate between each stage and the next. The biggest drop is the first place worth improving.